Commercial Radio & Audio, the industry body representing commercial radio broadcasters in Australia, and independent agency Thinkerbell have launched an advertising campaign designed to show audio’s ability to cut through and create impact, literally by using soundwaves to extinguish a flame.
At the center of the campaign is a specially composed audio score that, when played at the right “fire frequency,” demonstrates that audio can move more than molecules. In a live experiment, it claims to demonstrate that sound has the power to influence minds, emotions and brands.
The work draws on research by System1, conducted in partnership with CRA, which identifies four elements for effective audio creative: strong branding, memorability, emotional resonance and entertaining execution.
New sonic branding identity
Lizzie Young, CEO of CRA, said, “This campaign doesn’t just talk about the power of audio; it proves it in the real world. We’ve applied System1’s creative principles and partnered with Thinkerbell to bring that strategy to life through a bold and emotive execution that conveys the effectiveness of audio in driving business outcomes.”
This campaign doesn’t just talk about the power of audio; it proves it in the real world.
CRA CEO Lizzie Young
The campaign was developed with sonic specialists MassiveMusic and art collective Glue Society. It also marks the first use of CRA’s new sonic brand identity, created by audio specialist David Konsky. It features dynamic creative assets across podcast and streaming platforms produced by Original Audio.
Adam Ferrier, founder and chief thinker at Thinkerbell, said, “By using a sub-bass frequency to extinguish a flame, we wanted to prove just how potent audio can be. Audio’s often treated like the side dish in campaigns, but when you isolate it and make it the hero, it becomes undeniable. This is proof that a good frequency can spark culture, shift mood and even kill a flame.”
CRA says the initiative builds on its broader positioning, “Where Brands Are Heard,” and is aimed at encouraging investment in commercial radio and audio across metro and regional markets.
You can watch the video here.
You can watch a behind-the-scenes video here.
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